Business guru Tom Peters has been championing the importance of marketing to women for years. Even in areas where men dominate like electronics and automotive, the decision is made or heavily influenced by women. Yet, marketing dollars are often centered around attracting men.
The Wall Street Journal this week reported on how the automotive industry is starting to change, albeit slowly. The good news is more and more research and marketing focus is being directed towards the sex that spends and / or influences the money; women.
http://online.wsj.com/articles/car-sellers-refine-pitch-to-women-1408575175
This is such an important topic to discuss with sales reps that handle automotive accounts, as well as creative types that help shape the marketing message for these accounts. Most importantly I believe, this is a topic that needs to be a part of a future conversation with the customer.
That talk with the customer is important because of the subject matter; they really need to recognize that marketing to women is a financially beneficial decision. That talk is also important because it shows you care about the customer! I sent this to every sales rep I work with that handles automotive, asking them to have this important conversation. I'm also hopeful to see some slight changes in ad copy and content focus in their advertising in the near future.
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